Have a heart this Halloween

Skittles is being pretty sweet this scary season.

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Just because its the scariest time of the year, that shouldn’t preclude brands from being sweet. Especially if you’re in the candy business, like Skittles.

The Wrigley-owned brand recently launched an charitable initiative that asks Canadians to tweet #Skittles31Donation (the 31 marking the date of Halloween) for the brand to donate 31 cents to Ronald McDonald House Charities Canada. It will go up to a maximum donation value of $5,000.30 and will be collecting tweets right up to the day.

The brand marked the official launch of the program with a vending machine that gave out free Skittles to Torontonians last Friday the 13th. What will the brand do with the vending machine when all the treat-giving is done? Well, it’ll give it to the brand’s “Halloween Hero” contest winner, in addition to sweet Skittles-made Halloween decor.